Best Practice Report

Building An Implementation Plan For The B2B Revenue Waterfall™

August 30th, 2022
With contributors:
Cristina De Martini , Terry Flaherty , Amy Hawthorne , Seth Marrs , Laura Cross , Julian Archer , Ella Sullivan , Arianne Burnette


B2B organizations are adopting the Forrester B2B Revenue Waterfall™ to monitor revenue at the deal level. They are moving from a leads-based to an opportunity-based model because opportunities, with associated buying groups, make buying decisions, not leads or accounts. Organizations over-rotate their focus on technology when moving to the opportunity-based waterfall, but making the switch involves aligning multiple teams and coordinating processes, data, and programs, as well as technology integration. In this report, we outline a plan to implement the B2B Revenue Waterfall.

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